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From the 4th Annual Shorty Awards

Would You *Like* A Pepsi?

Entered in Facebook Brand Presence

About this entry

Everyone’s got one of those friends on Facebook--you know, the one that posts up that clip of kittens with mohawks as soon as it hits the web, or encapsulates a great moment in one hilarious status? Pepsi on Facebook is just that: one of your coolest friends on Facebook, who just also happens to be a can of soda. From getting fans pumped up for the weekend, to sharing the coolest tunes, Pepsi on Facebook is a cultural cyclone bringing the good times to all members of the Pepsi Generation. Digging down to the essence of what a can of Pepsi would sound like, Deep Focus worked with Pepsi to develop a distinct voice and mentality to represent their brand. Fleshing out the Pepsi voice gave way to a distinct Pepsi personality--a music junkie, always in the know about the latest hits in nearly all genres and forms. This is your friend with a direct line to all the latest memes and trends, and eager to share this great stuff with all their friends. Building out this personality through a series of programs around music, pop culture and the brand, the Pepsi Facebook page has become a home for all members of the Pepsi Generation. Along with thematic content, Deep Focus dove into whatever fans were already talking about—like dressing up a can of Pepsi with a Harry Potter scar and glasses, planking a Pepsi can around the office and more. Beyond finding and building out content for Pepsi’s Facebook page, Deep Focus is on the front line of what Pepsi’s customers are talking about. From chants of “Bring back Crystal Pepsi!" to dealing with product issues, Deep Focus worked with Pepsi to give customers an outstanding customer experience consistent with Pepsi’s brand personality. Deep Focus was also attentive to posts from fans, engaging with nearly all relevant posts made to the wall. The result: Over the course of 6 months, Pepsi’s Monthly Active Users jumped 315%, while likes and comments shot up nearly 400%, all the while growing the page by nearly 2 million fans. As well, recognized Pepsi’s page as 5th on its list of Top 100 Most Engaging Brands on Facebook.


Entrant Company / Organization Name

Deep Focus